Shetland Catch finishes re-brand – Fishupdate.com

Shetland Catch finishes re-brand Published:  15 February, 2005

Shetland-based pelagic processor, Shetland Catch, has completed the final stage in its corporate makeover by launching new eye-catching cartons in the bright orange colour that encapsulates the company’s branding.

The cartons are now being used by its production team to package frozen herring and mackerel for delivery to customers throughout the world. Around a year ago, the company’s marketing department began the process of selecting a colour and style that would reflect the philosophy of the organisation. Commenting on the final selection, marketing officer Michelle Simpson said: “Although the chosen orange is very bold, it is seen as a new, modern and innovative look.

“Our production techniques are innovative and modern and therefore, from a marketing point of view, we want our promotional material to reflect this same contemporary and dynamic style.”

The new carton does retain one traditional element, and that is the Viking picture that has become synonymous with Shetland Catch.

“We considered changing this,” explained Michelle Simpson. “However, our customers insisted that it remain. Our product has become recognised in many countries as the Viking brand, and so it is an image which we must retain. We feel that the combination of these traditional and modern elements works well, and we are delighted with the overall effect that has been created.”

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